BY ROBIN GHOSH
( FORMER, CHIEF ECONOMIST, BENGAL CHAMBER OF COMMERCE AND INDUSTRY)
KOLKATA, 8 APRIL 2023:
One of the most frequently asked questions that digital marketing consultants face : will my Facebook posts generate enough leads?
Before we go into this question, let us have an idea of the user world and user experience.
Today customers or users live and thrive in an omnichannel environment. Users look for high quality experience co- terminus with various offline and online channels – this could be print collateral, digital ads, banners, websites.
The convergence of user experience and digital marketing has spawned a new space. It is a new alignment . It is like crossbreeding. User design process feeds the digital marketing desk and vice versa. It is cross pollination.
There is much to learn from the intermingle of the science of user experience and digital marketing tools.
Now, the most important question: how to leverage this ensemble?
There are 3 Tracks. Let us go one by one.
* Shift in focus from product features to solving user problems.
* Shift in focus from data to understanding of emotional drives and blocks.
* Shift in focus from customer’s dilly dallying to pushing him or her to take action through persuasion design
A few salient points about 3 tracks to understand the strength of a unified marketing strategy combining user experience and digital marketing.
1 . Standard ad campaigns are largely focused on selling product features instead of how the end users’ problems are being solved.
2 . Digital marketing should be less feature centric and more solution centric.
3. Digital advertising should be more oriented towards emotional pulse than features of the product or services.
4.To urge the customers to take action. We have to use a few tricks such as a limited time offer, so many customers ordered this week, celebrity recommendation etc.
It is time we realise that a unified designed approach combining user experience and digital marketing is the call of the day.
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